Message strategy by product-class type: A matching model

International Journal of Research in Marketing

Volumn 13, Issue 3, 1996, Pages 237-249

  Liebermann, Yehoshua ^a   Flint Goor, Amir ^a  

^a BAR ILAN UNIVERSITY   (Israel)

Author keywords

Creative strategy; Information processing; Message appeal; Processing routes; Product type classification; Services advertising

Indexed keywords

EID: 0030191373     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/0167-8116(96)00005-5     Document Type: Article

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